On Monday, July 29th, 2019 one of the leaders in online bookmaking, Betway, engaged in a global partnership agreement with the recently merged, PSG.LGD. Prior to this deal in 2018 the French soccer giant, Paris Saint-Germain, merged with Chinese esports powerhouse, LGD Gaming, becoming one of the premier esports giants. The exact details of this agreement between the two parties has yet to be released to the public, but it is said to be a six-figure deal.
The newly configured agreement will enable Betway to display their branding on shirts, jerseys, jackets, and other apparel for the PSG.LGD squad. It will also receive access to the soccer giant’s players in order to create content. The bookmaker will also be involved in experiential and social media activities.
Betway has a solid portfolio of other various esports partnerships including DOTA 2 sponsorships with Ninjas in Pyjamas (NIP) and Invictus Gaming, NIP’s CS:GO team, along with BIG and MIBR. Betway sponsors a variety of CS:GO tournaments which includes the ESL Pro League, Intel Extreme Masters, ESL One, as well as the BLAST Pro Series.
“Having already had plenty of success with sponsorship in esports, we are very excited to have signed a new partnership with PSG.LGD,” explained Betway CEO, Anthony Werkman. “The PSG brand is incredibly strong around the world and their involvement in esports has already been extremely successful, notably their more recent move into DOTA 2 with LGD. The PSG.LGD team has celebrated some early victories on the DOTA 2 circuit and we can’t wait to be part of their future success.
“Betway has always aimed to be at the forefront of the esports movement, and we look forward to partnering with yet another major player in the space.”
"We are pleased to welcome Betway to the Paris Saint-Germain family as a jersey partner of our eSports team,” says Sébastien Wasels, managing director of the Paris Saint-Germain Asia-Pacific office. “The partnership between such a globally recognized brand and our Club is yet another sign of the international appeal of the Paris Saint-Germain brand.
“From now on, Betway and Paris Saint-Germain will shine together around the world to the rhythm of our team's successes, starting with one of the biggest DOTA 2 events of the year this summer: The International, which will take place in Shanghai in August.”
PSG chief brand diversification officer Fabien Allègre stated, “This new partnership confirms our development strategy in the sport. This is the reward for the ambitious project of our PSG.LGD team. With Betway, we will be able to offer more exclusive content for a wide international audience and engage even more with the DOTA 2 community.”